Magazine article Marketing

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Magazine article Marketing

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Article excerpt

I met the CEO of a top web design agency who, in a conversation about recruitment, described people who move from established agencies to new media as old-media refugees.

It was not intended unkindly. We both agreed that the right kind of old media people make the best new media people.

Why? Most new media companies are badly managed when it comes to people. New media companies are typically start-ups and/or facing rapid growth. They are often run by people with no real management experience. Training is at best cursory, and standards of work are not consistent -- everyone in new media wants to do it their own way.

The saving grace of new media is that old media agencies are much worse. Old-fashioned agencies with digital departments will poach anyone who'll take a five grand pay rise, then plonk them in a new job, and tell them to get on with it.

The end result is a lot of badly trained, badly motivated people who are busy giving the industry a bad name. …

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